AI may one day create a video advert from scratch and optimise it on the fly, but for now, global brand marketers at Mars and Heineken are using it for early-stage ideation and speeding up testing.

Why AI matters in advertising

AI is often overhyped, so it is vital that marketers balance future promise with current limitations. They will also need to balance AI-driven content with human oversight.

Takeaways

• At Heineken, AI is being used to speed insights generation as inputs for the creative development process.
• Relatively simple applications, such as applying ‘fit for platform’ rules to ensure a...